000			02151nam a22002177a 4500
005			20241222124542.0
008			241222b |||||||| |||| 00| 0 eng d
020			_a9781032149769
082			_a658.8342 _bGBA
100			_aGbadamosi, Ayantunji _91501
245			_aConsumer behaviour and digital transformation
260			_bRoutledge _aOxan _c2024
300			_axvii, 363 p.
365			_aGBP _b43.99
490			_aBusiness and Digital Transformation
520			_aThis comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked. Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students’ learning. Each chapter includes ‘pause, plan, and practice (PPP)’ activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald’s to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing. This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank. (https://www.routledge.com/Consumer-Behaviour-and-Digital-Transformation/Gbadamosi/p/book/9781032149769?srsltid=AfmBOopl9GhJR4bSJ1AhxXIkaaaHK1XQ7eh6G15L3eRbMIo5bC5FEQpo)
650			_aConsumer behaviour _9659
650			_aElectronic commerce
650			_aInternet marketing
942			_cBK _2ddc
999			_c8236 _d8236